Samsung’s Latest TV Is Also An Unexpected Design Masterpiece

Designed by Studio Bourollec, the Serif is perfect for design nerds and small apartment dwellers.

Televisions were once built more like furniture than anything else, expected to fit into a home’s decor for decades. But in more recent times, the attention has shifted to the more gadgety aspects of a TV, with new models constantly being pushed as consumer upgrades based upon new tech “innovations”: HD Ready. HD Capable. Full HD. 3D. 4K. LED. Plasma. OLED. IGZO. As a consequence, television design has suffered.

Samsung has been as guilty of this as anyone else, but lately, they’ve been trying to give something back. Following a Yves Behar collaboration earlier this year, Samsung is now teaming up with French designers Ronan and Erwan Bouroullec to try to bring beautiful design back to televisions. Together, they have created the Serif, an elegant new flat-screen with a beautiful I-shaped silhouette.